Sure, price is a factor in marketing.

We drive an extra mile to save a few pennies on gas; we buy generic pain medicine, and who hasn't gone for the BOGO (buy one, get one free) shoe deal now and again? However, these are examples of standard commodities. What is there to really know? My car needs gas; I put it in and it runs. My headache requires an extra-strength aspirin. My feet need flip-flops. Price-based marketing works well for these products because there is little that needs to be explained to the consumer.

The tax and accounting profession is a services-based profession, and that's not as straightforward as aspirin. Prospects have questions and clarification is required. Unlike basic commodities, prospects rarely purchase accounting services blindly. They need to be educated. They need to understand what it is they are getting, why they need it, and why your firm is their best choice. That's where marketing comes in and why it is so important to the accounting profession. We're not selling widgets here, people.

ONE ON ONE WITH AN EXPERT

There is a lot to know about the art of marketing, but perhaps the most important aspect to understand is that great marketers are educators first.

Marketing 101 tells us that, on average, it takes approximately seven interactions to trigger recall. In other words, to move a prospect through the sales funnel, it takes time and consistent communication. It takes even more time when you are selling services that require explanation.

An entrepreneur knows why she needs an aspirin, but demands more information on why she needs your remote bookkeeping service and why your firm is better equipped to provide it. In the services-based industry, prospects are driven by a need to understand the services offered. They also need to feel confident that you are an expert at your craft.

There are many ways to educate prospects. Ed Jennings, chief executive of automated tax workflow provider Copanion (and the company's former vice president of sales and marketing), understands the necessity of educating an audience. He has spent years crafting campaigns, white papers and other forms of communication to generate leads and make sales.

"It's about making yourself an expert and building a prospect's confidence," Jennings said. "Our job as marketers is to effectively educate our audience about our services. If we don't, who will?"

Jennings went on to explain the various ways that he and his team at Copanion work to educate prospects: "We write an informational blog dedicated to useful, timely information, and we post with regular frequency. We produce white papers, surveys, webcasts and clear marketing communications. We strive to become a voice in our space ... the expert. That gives us credibility, and with credibility comes confidence in your service in the eyes of prospects."

It's no different for firms. Prospects want to know what they are purchasing and that they are aligning with an expert.

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